USC's Shocking Move: How Cannabis Could Revolutionize Athlete Wellness!

In a landmark move, the University of Southern California (USC) Trojans have secured an unprecedented partnership with California-based cannabis and wellness company, Cookies, signaling a new era for cannabis in collegiate sports. While sports sponsorships often come from traditional wellness brands, the partnership between USC and Cookies, announced via Business Wire, breaks new ground by focusing on the wellness and recovery benefits that cannabis offers athletes.

This collaboration goes beyond a typical sponsorship, emphasizing the evolving role cannabis plays in athlete recovery and mental health. Cookies, a leader in the cannabis and lifestyle industry, will be partnering with USC’s football program and its men’s and women’s basketball teams. The deal marks the first time a cannabis company has officially sponsored a collegiate athletic department, positioning USC at the forefront of innovation in athlete wellness.

Cookies CEO, Berner, expressed the company’s excitement over this trailblazing partnership. "Cookies is thrilled to be a sponsor of USC Athletics for the upcoming 2024/2025 season," Berner said in a statement. "California is our home state, and to work with a premier athletic program like USC is an incredible opportunity for us. We see this as a chance to highlight the wellness and lifestyle benefits cannabis can offer athletes, beyond just recreational use."

This partnership reflects the growing awareness around cannabis as a tool for recovery, pain management, and mental health support. Athletes often face intense physical and psychological demands, making recovery crucial to their performance. Cannabis, particularly CBD products, has been lauded for its anti-inflammatory properties and its ability to alleviate stress and anxiety—key factors for athletes looking to maintain peak physical and mental condition.

Drew DeHart, Vice President and General Manager of USC Sports Properties, highlighted Cookies' innovative approach to wellness and lifestyle as a major factor behind the deal. "With the decision to open this category, it was our goal to find the right partner for USC Athletics, and we did just that with Cookies," DeHart explained. "Cookies is not just the global leader in CBD but also a brand that deeply aligns with a lifestyle and wellness culture we believe benefits our athletes."

The partnership comes at a pivotal time for collegiate athletics. Earlier this year, the NCAA made a significant move by removing cannabis from its list of banned substances. The NCAA Committee on Competitive Safeguards and Medical Aspects of Sports had earlier stated that cannabis is not a performance-enhancing drug and endorsed a harm-reduction approach. This policy shift paves the way for more sports programs to embrace cannabis as a wellness tool rather than a prohibited substance.

The USC-Cookies partnership highlights how cannabis is evolving beyond its traditional recreational use. Wellness-oriented cannabis products, such as CBD oils, creams, and edibles, are increasingly being used to support athletes’ recovery routines and enhance their overall well-being. With this deal, USC is setting a new standard, showing that collegiate sports programs are beginning to view cannabis as a legitimate option for enhancing athlete health, both on and off the field.

As public perception shifts and more research emerges about the benefits of cannabis in managing pain, improving sleep, and reducing stress, it’s likely that this partnership will inspire other athletic departments to follow suit. By prioritizing the wellness benefits of cannabis, USC and Cookies are helping to destigmatize its use and expand its role in sports culture.

As more athletic programs consider the potential of cannabis partnerships, USC’s pioneering deal with Cookies could signal the beginning of a broader trend—one that not only normalizes cannabis in sports but also enhances the way athletes take care of their bodies and minds.

Should more college sports programs embrace cannabis partnerships for athlete wellness and recovery?